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Buyer Behaviour


  • Credit value: 15 credits at Level 5
  • Convenor: Dr Wendy Hein
  • Tutor: Riccardo Benzo
  • Assessment: coursework of 3000 words (100%)

Module description

In this module you will gain an understanding of consumers and their:

  • motivations
  • thoughts
  • feelings
  • reasoning
  • information processing
  • decision-making behaviours.

This is vital in the development of marketing planning and strategies. You will also learn how an organisation understands its consumers' interaction with their socio-economic and cultural environments to achieve their goals, and thus be able to aid the organisation in planning its competitive advantage. Additionally, we will examine the role of organisation and B2B buyer behaviour, an area that is increasingly researched and developed.

Learning objectives

By the end of this module, you will be able to:

  • define and describe the key terms in consumer behaviour
  • appraise the context of consumer behaviour
  • apply the key themes of consumer behaviour to a marketing problem
  • describe and evaluate the importance of each aspect of consumer behaviour to an organisation’s marketing plan
  • examine some of the key themes in B2B buyer behaviour
  • conduct a consumer behaviour research study to aid an organisation in its marketing planning.